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Discussion document
December 2000
Nokia Case Study: Winning in the .
FINGERPRINT – NOKIA
Rationale
Focused on high growth categories (., mobile phones, digital)
Anticipated shift to digital technology in the . petitors and directed resources to optimize opportunity; tailors products to target customers (., fashion covers for younger segment)
Some difficulty to attracting top-tier local senior management due to glass ceiling (., all senior leadership in Finnish0; Finnish managers used to manage . operations
eeds in attracting top engineers because of attractive products
Local managers have limited autonomy and accountability exists at the unit level, but head office retains final input
Difficulty translating “The Nokia Way” to . (“The culture doesn’t have the same richness or value as it does in Europe”)
Devotes sufficient resources to anization to win in market (., provided resources for . to win in mobile phone segment)
Outsources non-core technologies (., microprocessors from Intel, components form Motorola) and uses ponents to save on R&D spend and react faster to changing technologies than petitors; leverages partnerships for more efficient R&D (., JV with Cisco, Geoworks, HP)
N/A
Creates broad distribution reach through numerous, innovative relationships with retailers and distributors (., Sears, AT&T wireless services,Tandy)
Develops and launches innovative marketing campaigns (., first to target consumers rather than professionals)
essfully allies and acquires to gain capabilities (., joint venture with Tandy for distribution, acquisition of Mobira to enter promising mobi